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Food & Beverage
The Coca-Cola Company — Answering 'Where's My Truck?' in Seconds with Tracy AI
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The Coca-Cola Company — Answering 'Where's My Truck?' in Seconds with Tracy AI
The Challenge
When Ardent Mills set out to drive adoption of FourKites, it ran into resistance: 'I don't trust it,' 'It does not track correctly,' and 'My customers do not want to try' were common refrains. Before the relaunch, the team fielded a high volume of emails and after-hours calls from customers trying to locate their loads, with little proactive insight into delivery status.
Our Solution
Nineteen months ago, Ardent Mills relaunched the FourKites platform across all business functions — Transportation and Logistics, Customer Service, Mill Schedulers, and Sales — backed by structured training and support covering how to track a load, set up filters, and use the Knowledge Base, FourKites Academy, and Show Me How resources. Leadership reinforced adoption with incentives and internal newsletter recognition for top users and new customer setups, while the team steadily onboarded carriers and customers onto notifications and direct platform access.
The Result
Ardent Mills set up 151 new customers with tracking notifications and 9 with direct platform access, and saw a dramatic drop in tracking emails and after-hours calls. Total after-hours calls fell by 112 (Jan 1–Jun 30, 2025), with many customers now calling only if they haven't received their FourKites notification. The team exceeded its tracking goals, hitting 82.1% Super Tracked (82% goal) and 97% Total Tracked (95% goal), with platform participation and logged hours climbing steadily since the relaunch.
